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Understanding the Business Value of Content Strategy (TUG Open House)

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Slides from the Ann Arbor (Oct. 2013) and Grand Rapids (Nov. 2013) Understanding Group Open Houses. The importance of realizing how content strategy helps to enable an organization's core values. Hat tip to Jonathan Coleman for the inspiration for this talk.

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Understanding the Business Value of Content Strategy (TUG Open House)

  1. 1. CONTENT STRATEGY: Creating Business Value Through Better Content Presented by
  2. 2. HI! I’M DANIEL EIZANS PAST LIFE: I’ve been a journalist, a student of neuroscience, a marketer and strategist at two of the world’s largest advertising agencies. CLIENT WORK: Automotive (Ford/Chevrolet), Government (EPA, CDC, US Mint), Non-Profits (National Safety Council), Healthcare (Kaiser Permanente) and Consumer Products (Olympic Paint). TWITTER: @danieleizans
  3. 3. TONIGHT I WANT TO TALK ABOUT … Values People Content Strategy Being Clear
  4. 4. CORE VALUES
  5. 5. WHAT DO WE MEAN BY CORE VALUES?
  6. 6. A MAJOR COMPANY’S “CORE VALUES” COMMUNICATI ON RESPECT INTEGRITY EXCELLENCE
  7. 7. CORE VALUES IN CONFLICT
  8. 8. Principles aren’t principles until they cost you something. There are times when abiding by them can be awkward, uncomfortable, embarrassing, and expensive. - Paul Saginaw, Co-Founder Zingermans Carl Collins: http://www.flickr.com/photos/carlcollins/69912897/
  9. 9. CORE VALUES ARE REFLECTIVE 1. Great food
2. Great service
3. A great place to shop and eat!
4. Solid profits
5. A great place to work
6. Strong relationships
7. A place to learn
8. An active part of our community
  10. 10. AND THEY SHOW EVERYWHERE
  11. 11. CORE VALUES ARE REFLECTIVE 1. Quality: Pursuit of ever-greater quality in everything we do. 2. Integrity: Relationships built on integrity and respect. 3. Environmentalism: Serve as a catalyst for personal and corporate action. 4. Not Bound by Convention: Our success and much of the fun lies in developing innovative ways to do things.
  12. 12. PATAGONIA IN PRACTICE
  13. 13. IT’S MORE THAN A MISSION STATEMENT Your beliefs become your thoughts. Your thoughts become your words, Your words become your actions, Your actions become your habits, Your habits become your values, Your values become your destiny. - Mahatma Gandhi
  14. 14. CORE VALUES ARE CENTRAL TO THE BUSINESS STORY
  15. 15. STARTING WITH STRATEGY Understanding If we want to facilitate Understanding we have to start with a strategic foundation. And while the core values, goals and objectives of a business are part of the story that sets that foundation, it’s only part of the story. Business Story User Story
  16. 16. Let’s talk about people sites are geared LET’S TALKMost webattention by focusing PEOPLE for grabbing on findability factors that make it more useful for machines. http://www.flickr.com/photos/untitlism/22800371/
  17. 17. ELEMENTS OF CONTEXT Behavior Situation Environment
  18. 18. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, physical activity, habits, disabilities, preferences, sensory stimuli Physical Emotional FEELING psychological state, stress level, desires, wants, needs Cognitive LEARNING cognitive assumptions, learning ability, education
  19. 19. PERSONAL-SITUATIONAL CONTEXT Task Task Situation Task Need Need Task Task Need Task Task Task
  20. 20. SITUATIONAL-BEHAVIORAL CONTEXT Task Physical Emotional Task Situation Cognitive Need Task Task Need Task Need Task Task Task CONTEXTUAL CONTENT STRATEGY
  21. 21. ENVIRONMENTAL FACTORS
  22. 22. LET’S TALK CONTENT STRATEGY Content Strategy
  23. 23. WHAT IS “CONTENT STRATEGY?” Content strategy plans for the creation, delivery, and governance of content useful for humans and machines. From creation to analysis, every content type takes on its own lifecycle. Stakeholder Goals, User Expectations, and Best Practices become important factors for content’s purpose and how it lives within the daily lives of employees, vendors, and others who are connected. 23
  24. 24. ELEMENTS OF CONTENT STRATEGY Content Components Planning and Delivery (Goals and Substance) Structure People Components People, Processes, and Content Workflow and Rules A content strategy enables information architecture by ensuring there is a reason for the content you produce to occupy your site. Governance and Measurement The development of a content strategy helps define how people within an organization create and manage content and how the content itself is structured. 24
  25. 25. PLANNING AND DELIVERY Planning and delivery focus on goals and substance. This element of the content strategy process aligns content needs with the digital strategy for target audiences. Helps To Define • • • • • Information Ownership Support Publishing Rhythms Messaging Priorities Deliverables • • • • Messaging Architecture Intended Audiences and Outcomes Voice and Tone Editorial Calendars and Schedules 25
  26. 26. STRUCTURE Focuses on prioritization, organization, and modeling. It focuses on the content’s parts to make it findable, portable and flexible for multiple sites, applications, and uses. Helps To Define • • • • • Publishing strategy Writing methods and guides Data models Metadata schemas Semantic orchestration (CMS guidelines) Deliverables • • • • • Content maps Page tables Taxonomy Data models CMS changes 26
  27. 27. WORKFLOW AND RULES Focuses on how people create, manage, edit, and maintain content on a daily basis. These guidelines include the roles, tasks, and tools required for producing content on behalf of an organization. Helps To Define • • • • Publishing processes Editorial workflow Creation standards Revision guidelines Deliverables • • • • • Publishing guidelines and manuals Org charts Metadata and taxonomy changes Human processes CMS workflow changes 27
  28. 28. GOVERNANCE AND MEASUREMENT Focuses on policy, standards, and guidelines that apply to content and its lifecycle. Assists with the sustainment and evolution of content plans and strategy over time. Helps To Define • Major and medium changes to site architecture and content strategy • Expiration/archiving strategy • Metrics and measurement • Refinement guidelines Deliverables • • Governance council Policy documents 28
  29. 29. Content Strategy 101 THE CONTENT STRATEGY PROCESS
  30. 30. PLANNING Content strategy will help answer: Planning • • • Sourcing What messages should be communicated? What medium supports the message? What tone of voice should be used? Creation • • • Governance What content do we already have? What kinds of content need to be created? Who should we be creating for and why?
  31. 31. SOURCING Content strategy will help answer: Planning • • • Sourcing What content currently exists on the site? What content is missing? What content can be repurposed, re-used, or edited? Creation • • Governance What content can we source from a partner or third party? How will we migrate existing content?
  32. 32. CREATION Content strategy will help answer: Planning • • • Sourcing Who is going to write or produce content? What guidelines do we provide content creators? Who is responsible for reviewing, editing, and approving content? Creation • • Governance What legal or regulatory approvals are needed? What quality control measures do we need?
  33. 33. GOVERNANCE Content strategy will help answer: Planning • • • Sourcing What happens once content goes live? How often do we need to update content? How do we handle change requests? Creation • • Governance How do we measure success of our content? Should ownership/maintenance be centralized or decentralized?
  34. 34. MAKE THE COMPLEX CLEAR Being Clear
  35. 35. ASK THE HARD QUESTIONS 1. Would you keep this value if you weren’t supported or rewarded for it? 2. Would you still care about this if it didn’t help your bottom line? 3. Would you still have this value if you had to start your company tomorrow? 4. Would you fire someone who didn’t uphold these values? 5. Do your customers know your values? 6. Are these values clear in your
  36. 36. FOCUS ON STORIES
  37. 37. ALIGN CONTENT STRATEGY WITH CORE VALUES
  38. 38. BE MINDFUL OF VOICE
  39. 39. LOVE WHAT YOU DO “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Mya Angelou
  40. 40. THANK YOU
  • springparker

    Aug. 3, 2014
  • hilarymarsh

    Jul. 31, 2014
  • hamedehnavi

    Jul. 25, 2014
  • ca2013

    May. 12, 2014
  • sudheepthsudhee

    Dec. 6, 2013
  • lalehhassibi

    Dec. 2, 2013
  • jcolman

    Dec. 2, 2013
  • sharon0919

    Nov. 27, 2013
  • hawkt

    Nov. 27, 2013
  • embowman

    Nov. 27, 2013

Slides from the Ann Arbor (Oct. 2013) and Grand Rapids (Nov. 2013) Understanding Group Open Houses. The importance of realizing how content strategy helps to enable an organization's core values. Hat tip to Jonathan Coleman for the inspiration for this talk.

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